An investigation of privacy-enhancing technologies on digital marketing: A study of an e-commerce platform in Abuja.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the study:
Privacy-enhancing technologies (PETs) are designed to protect user data while enabling effective digital marketing. An e-commerce platform in Abuja has recently integrated PETs, such as differential privacy algorithms, anonymization tools, and secure multi-party computation, into its marketing infrastructure. These technologies aim to safeguard consumer data during the personalization process, thereby mitigating privacy risks and building customer trust (Chinwe, 2023; Musa, 2024). The platform utilizes these technologies to deliver targeted advertisements without exposing identifiable user information. This study explores how the adoption of PETs influences digital marketing outcomes, including user engagement, click-through rates, and conversion rates. By analyzing the balance between data protection and personalized marketing, the research seeks to determine whether enhanced privacy measures can coexist with high marketing effectiveness. The findings are expected to guide e-commerce platforms in leveraging PETs to meet regulatory standards while still achieving robust marketing performance (Ibrahim, 2025).
Statement of the problem:
Despite the deployment of advanced privacy-enhancing technologies, the e-commerce platform in Abuja faces uncertainty regarding their effect on digital marketing performance. Consumers may still exhibit hesitation due to residual privacy concerns, potentially leading to lower engagement and conversion rates. The challenge lies in quantifying the trade-offs between increased data protection and the effectiveness of personalized advertising. This study aims to address these uncertainties by evaluating the impact of PETs on key marketing metrics and providing recommendations for optimizing the balance between privacy and performance (Okafor, 2024).
Objectives of the study:
To evaluate the impact of privacy-enhancing technologies on digital marketing performance.
To assess consumer perceptions of privacy protections provided by PETs.
To recommend strategies for integrating PETs while maintaining marketing effectiveness.
Research questions::
How do privacy-enhancing technologies affect digital marketing outcomes?
What are consumer perceptions regarding the use of PETs on the platform?
How can e-commerce platforms optimize the integration of PETs with personalized marketing?
Significance of the study
This study is significant for e-commerce platforms aiming to balance data protection with effective digital marketing. It provides insights into the benefits and potential drawbacks of employing privacy-enhancing technologies, offering recommendations to optimize marketing strategies while safeguarding consumer data (Adeleke, 2024).
Scope and limitations of the study
The study is limited to an e-commerce platform in Abuja, Nigeria, and focuses exclusively on the impact of privacy-enhancing technologies on digital marketing.
Definitions of terms
Privacy-enhancing technologies (PETs): Tools and methods that protect user data while enabling data analysis.
Digital marketing: The use of digital channels to promote products and services.
E-commerce platform: An online service that facilitates commercial transactions.
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